ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Promotional / Booklet / Brochure / Catalog / Press Promotional Kits
Annual ID
ADC104_BCD063M
Background
Every year, the Calgary Foundation’s Quality of Life Report acts as a pulse check for the city, reflecting the experiences of its residents. The 2024 survey revealed a stark reality: skyrocketing grocery prices, inflation, a housing crisis, and declining mental health were making it harder for Calgarians to get by. Young adults couldn’t afford to leave home. Rent was rising faster than incomes. The report needed to confront these challenges head-on, bringing statistics to life in a way that was impossible to ignore.
Creative Idea
The theme ‘Holding it, Together’ emerged as a direct reflection of the year’s findings. More than just a report, this was a testament to resilience—the act of making do with what little is available. This concept extended into every aspect of the design, from the hand-crafted covers made of recycled and found materials to the evocative visual metaphors inside. By embracing a raw and resourceful aesthetic, the report itself became a physical manifestation of the struggle it sought to highlight.
Insights & Strategy
At its core, this report wasn’t just about presenting data—it was about making people feel the weight of the crisis. We leaned into visual storytelling, using metaphors to add emotional depth to hard-hitting statistics. Every element of the design reinforced the broader theme: the struggle of getting by, of piecing things together when resources are scarce. The goal was to create a report that would not only inform but provoke conversation, ensuring that Calgary’s housing crisis remained top of mind for policymakers and the public alike.
Execution
The physical report featured handmade covers crafted from recycled and found materials, making each copy unique. Inside, bold photography and visual metaphors translated abstract statistics into something tangible and visceral. The typography was stark and graphic, reinforcing the urgency of the issue. The digital report was also built as an interactive microsite, extending this experience online, using dynamic storytelling to engage audiences beyond print.
Results
The bold approach paid off. Engagement with the digital version of the report tripled compared to the average over the past three years. The report also received unprecedented media coverage, with news outlets across Canada highlighting its findings. More than just a publication, Holding it, Together became a rallying point—bringing attention to Calgary’s housing crisis and reinforcing the urgency of finding solutions.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
Daughter / Calgary
Art Director
Garrett Poon
Keli Pollock
Chief Creative Officer
Keli Pollock
Copywriter
Stephanie Kochorek
Paul Little
Creative Director
Daryl Gardiner
Design Director
Scott Wilson
Executive Creative Director
Paul Little
Photography
Roth & Ramberg / Calgary
Planner
Jill Dewes
Miranda Thorne
Production Assistant
Andrea Searle
April Zabos
Emma Luit
Hunter Mitchell
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